Zee Entertainment Enterprises Ltd is expanding its footprint in India’s sports broadcasting market with the launch of four dedicated sports channels under its newly introduced ‘Unite8 Sports’ brand, signalling a sharper focus on live sports programming as competition intensifies across the media sector.

The company said the new bouquet will include Unite8 Sports 1 and Unite8 Sports 1 HD in Hindi, along with Unite8 Sports 2 and Unite8 Sports 2 HD in English. The move comes as broadcasters increasingly look to strengthen sports offerings to capture higher advertising spends and appointment-based viewership driven by live events.

Multi-sport strategy targets wider audience base

According to the company, the channels will feature content spanning football, cricket, kabaddi, badminton, wrestling, boxing and combat sports, reflecting a broader shift within the industry towards diversified sports programming beyond marquee cricket properties.

Sports broadcasting has become a key growth segment for media companies in recent years, supported by rising digital consumption, regional language feeds, and growing interest in non-cricket sporting formats. Zee said the dedicated sports network is aimed at building a stronger linear television presence while creating additional engagement opportunities across markets.

The company added that the requisite applications for the launch of the channels have already been submitted.

FIFA World Cup 2026 rights under discussion

In a separate development, the company confirmed it is in discussions with FIFA to secure broadcasting and streaming rights for the FIFA World Cup 2026 in India. A potential deal could strengthen the network’s positioning in football broadcasting and help expand its reach among younger and urban audiences.

The FIFA World Cup remains one of the most-watched global sporting events, with broadcasters increasingly viewing premium football rights as a strategic tool to drive both advertising revenues and digital traffic.

Leadership expansion for sports business

As part of the restructuring, the company has appointed Bavesh Janavlekar as Chief Business Officer for Unite8 Sports, in addition to his current responsibilities overseeing the company’s Marathi movies cluster.

The company said the expansion aligns with its broader strategy of diversifying content offerings and building scalable businesses across high-growth entertainment segments.